markettiers worked with Canal & River Trust on its Share the Space, Drop your Pace campaign; a campaign designed to encourage the public to pledge their commitment to sharing the space.
Challenge
In the increasingly frenzied modern world Canal & River Trust, the charity entrusted to care for 2,000 miles of waterways in England and Wales, wanted to encourage the general public to take a step back and appreciate the greener environments that we live in. The charity wanted to specifically highlight the need for respectfulness around canal towpaths by reinforcing the rules of the towpath code and raising general public awareness.
Solution
markettiers worked with Canal & River Trust on its Share the Space, Drop your Pace campaign; a campaign designed to encourage the public to pledge their commitment to sharing the space. Using the hashtag #SHARETHESPACE people could pledge anything from committing to say hello to at least one person a day, to turning down the music on their headphones. To support the campaign we conducted research around the manners and behaviours of Brits. The research provided invaluable insight in to the differences between modern and traditional manners, as well as highlighting relevant bugbears such as people invading our personal space; bugbears that ultimately transcend in to environmental issues, such as the overcrowding of towpaths. We positioned Dick Vincent, National Towpath Ranger for Canal & River Trust, as the spokesperson for the campaign who was able to draw from his own personal experiences of the waterways and explain why it is so important for everyone to be more considerate.
Result
The campaign reached over 1.2 million listeners across stations such as BBC Radio Oxford, BBC Radio Lancashire and BBC Radio Norfolk.